that the buzz would live on well after
the last Sun Shorts video was released,
a special theater screening was held
and attended by celebrities, directors,
movie press and Sun Life’s leadership.
Individual videos won several awards.
“A Life in a Day” received the Grand
Animation Award for DigiCon6 in
Japan and a New York Festivals trophy. Local awards included PANATA
Awards from the Philippine Association of National Advertisers, Cinema
One Originals Viewers’ Choice Award
(“1945”) and Anvil Awards from
the Public Relations Society of the
In just three months, Sun Shorts garnered 505,226 total views, more than
half of its target hits for one year.
As a sales tool, Sun Shorts proved to
be a stellar performer. According to a
survey of Sun Life advisers, 82 percent
agreed that the videos made it easier to
sell Sun Life Financial products (the
target was 60 percent), and 52 percent
said that Sun Shorts helped them close
a sale (the target was 30 percent).
With Sun Shorts, Sun Life’s pioneer-
ing spirit lives on. After introducing life
insurance to the Philippines 118 years
ago, Sun Life has now conquered a new
frontier—the digital arena—and the
cyber adventure has just begun. Because
of Sun Shorts’ success, there are plans
to do more of these campaigns in the
about the author
Donante Aaron B. Peji currently heads
the Creative, Digital Marketing and
Advertising group of Sun Life Financial
in the Philippines.